NDLI: Determinants of Consumers' E-Loyalty: A Cross-Channel Perspective

Content Provider	IEEE Xplore Digital Library
Author	Her-Sen Doong Chi-Feng Tai Hui-Chih Wang
Copyright Year	2010
Abstract	Websites are acknowledged as essential to the marketing of brick-and-mortar companies in the maturing e-commerce marketplace. Knowledge of how to position these companies' Websites effectively is thus regarded as essential by scholars and practitioners. By investigating consumer cross-channel behavior, the current study was designed to reveal determinants of consumers' e-loyalty. Two hundred and eighty randomly selected consumers from a top international brick-and-mortar company's customer database participated in an online survey, findings from which indicated that a high level of consumers' brand loyalty in the retail channel not only directly enhances consumers' trust of the same brand's Website, but also directly increases consumers' online brand familiarity and perceived brand reputation, which reinforce consumers' trust in the same brand's Website. Consequently, consumers' e-loyalty toward the same brand's Website is also enhanced. The implications should enable managers to develop Website positioning strategies that leverage their existing brand power in the retail channel.
Starting Page	1
Ending Page	10
File Size	336883
Page Count	10
File Format	PDF
ISBN	9781424455096
ISSN	15301605
e-ISBN	9781424455102
DOI	10.1109/HICSS.2010.142
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2010-01-05
Publisher Place	USA
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Databases Energy management Information analysis Leg Marketing and sales Companies Investments Management information systems Electronic commerce Consumer behavior
Content Type	Text
Resource Type	Article

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